“Landing page” is searched more than 90,000 times per month on Google. Do you know what the second most-searched landing page term is?
“What is a landing page?”
Some web travelers know when they arrive at a landing page, but many don’t know the difference between a landing page and any other web page. Even some experienced marketers don’t have a clear picture of exactly what makes a landing page a landing page. That’s unfortunate because landing pages are an important part of virtually every digital marketing campaign.
The Rise of Landing Pages
Landing Pages Increase Lead Flow
We know that the more landing pages you use, the more leads you generate. HubSpot reported that you almost double your leads when you move from 15 to 16 landing pages, and you double that again when you go from 20 pages to 40.
Creating more landing pages generates more digital real estate for you, which increases the number of conversion opportunities. And in turn, increases the likelihood of a conversion.
Your Home Page Is Not A Landing Page
Contrary to what the name may imply, not every page that you can “land” on is a landing page. So let’s start with what a landing page is not. A landing page is not a home page. Home pages typically provide general information and facilitate navigation choice with multiple link options.
A landing page is designed to prompt a visitor to take a single, very specific action…like opting to give their contact information in exchange for a piece of content or product offer. It could facilitate a webinar registration, or actually initiate the purchase of a product. The common theme is that there is a single call to action, and everything on that page supports that one goal.
Dell can attest to the difference between landing pages and web pages. They’ve seen conversion rates as high as 300% when testing landing pages against website pages. When a landing page is dedicated to a single call-to-action, it’s much more likely to drive a successful outcome — usually lead collection or sales conversion.
A Better Return on Your Investment
As with any investment, your goal is to make a positive return. And like any smart investor, you’ll double down on your successes and multiply your returns — especially if you have an advantage. Landing pages provide just that advantage.
Driving paid traffic (advertising) to an unfocused page is a poor investment likely to yield poor results. While spending your advertising dollars to drive traffic to a highly focused landing page is much more likely to yield a positive return that you can then multiply for faster business growth.
- Tailored Messaging: If you send dozens of keywords to the same website page, chances are that page’s messaging isn’t serving every visitor — leading to lower conversions. Successful marketers are creating many individual landing pages, each specific to a particular keyword for improved user experience and improved conversion rates.
- Lower Ad Spend: Landing pages that cater to a single keyword have better ROI and cost less too. Your AdWords quality score goes up due to page copy that matches the ad’s keyword, meaning you spend less for better placement.
- Better SEO (Indirectly): Conversion rates are low in paid media, which means a lot of page bounces. If those bounces happen on your website page, that can hurt your SEO and lower you in organic rankings. If they happen on a landing page, it protects your regular website page from that SEO penalization.
By driving paid traffic to multiple highly-targeted landing pages, you’ll be improving your visitors’ experience, and improving your ROI.
Why Everyone Will Be Using Landing Pages
You’ve read about the advantages of landing pages. And if you are not already using this powerful tool of business growth, we hope you are now making plans to jump in with both feet.
But this is just the beginning. As your market and competition evolve, so must your marketing strategies. More conversion opportunities, more targeting and more personalization will help you maintain your advantage. Here’s a look at some key concepts that are driving the next generation of marketing strategies:
Better Audience Segmentation
Every business and every market is unique. What works for you, may not work for your competitor — and vice versa. What motivates one customer may not motivate another customer. The idea that “one size fits all” rarely applies in modern marketing. That’s what makes it fun, right?
Landing pages are an ideal way to segment your market. LeadPages makes it extremely easy to create and maintain multiple versions of offers that are optimized to address specific audience segments. We recommend running several versions of every offer. This may seem like a highly advanced marketing technique, but it’s now so easy to do that smart businesses are using this to their advantage. It’ll help you understand your audience better while improving your conversion rates.
A/B Test For The Best
There are over a million words in the English language. The human eye can perceive over two million shades of color. Over two billion photos are uploaded to the Internet each day! How can a mortal marketer ever know which combination is the best. Well, they can’t. But they can determine which is better.
Virtually every successful business is testing and measuring and adjusting continuously. We recommend testing both large and small variations. LeadPages has built-in A/B testing to make it easy to continuously discover better combinations.
Comprehensive Sales Funnels
Landing page use and popularity has exploded over the past few years but many use landing pages as an end point — provide a call to action, a form, a confirmation message, and good bye visitor. Savvy marketers have learned that there is no better time to solicit a second interaction than right after a successful first interaction.
This involves stringing together chains of landing pages, and forms, and thank you pages, and email sequences. Some call it a sales funnel. Some call it an integrated digital marketing campaign. Unfortunately, they’re often complex to design and track.
LeadPages makes it very easy to construct highly effective sales funnels. We’ve developed a building block concept we call “micro-funnels” to allow anyone to create virtually any type of campaign from simple to complex. We recommend that you check out this blog post to help demystify the process and start getting the most out of your hard earned visitor traffic.
And that’s just the tip of the iceberg. We’re creating new and exciting ways to use landing pages every day at LeadPages, and our team is dedicated to the success of your business through effective marketing.
If your business could use an advantage, click the button below to chat with one of our sales experts.
We can’t wait to talk to you!